Module Code and Title:                MKT202 Consumer Behaviour

Programme:                                      Bachelor of Business Administration

Credit:                                                12

Module Tutors:                                 Shreejana Pradhan,Enchu Lhamo,Dip Raj Pradhan,Kezang Wangchuk,Carl Wonder,Priyanka Sharma,Jeroen Uittenbogaard

Module Coordinator:                        Kezang Wangchuk

General Objective: This module provides students with in-depth insights regarding how individuals function as a consumer; the factors determining their purchase behaviour from different disciplinary perspectives involving social sciences and individual psychology, which will be relevant for appropriate marketing decisions. 

Learning Outcomes – On completion of the module, students should be able to:

1. Explain and apply the concepts of consumer behaviour
2. Identify various stimuli influencing consumer purchase decisions
3. Develop marketing plans based on consumer insights
4. Explain different types of consumer behaviour theories
5. Conduct consumer analysis using appropriate concepts and tools
6. Apply the understanding of consumer decision making process in business settings
7. Explain the traditional and contemporary models of consumer behaviour
8. Apply consumer protection concepts in business settings

Teaching and Learning Approach:

Assessment Approach:

A group of not more than five students will complete one assignments using concepts on business problems concerning Internal and External influences of consumer behaviour. The word limit for the assignment will be 1000 and will be evaluated on the following criteria.

3%       substance

2%       organization such as clarity of controlling argument and main ideas

3%       analytic thinking and problem solving

2%       overall effectiveness of writing style with creativity and originality

2%       reaching a reasonable conclusion

3%        individually-assessed process score (contribution to the group output)

Each student will analyse two case studies where they are required to answer five questions and write a critical analysis of the cases. The written reports will be of maximum 800 words and assessed on the following criteria.

2%       identifying the problem

5%       choosing the right approach for the analysis and solving the problem

3%       drawing the correct conclusion with a recommendation

Each student will complete two short written individual quizzes of 30 min duration each, covering 2 weeks of subject matter. Each quiz worth 7.5% will be fact-based in-class quizzes to evaluate their knowledge of Consumer Behaviour concepts.

Each student will be assessed based on their participation and preparedness in the class by contributing to the class discussions by answering questions, stating their opinions, listening to others and solving in class exercises during the sessions. 

1%        frequency of participation in class

1%       quality of comments

1%       listening skills (may be exemplary proficient, developing, unacceptable)

1%       participation in debriefings on snap ungraded quizzes, and discussions of current events

1%       contribution in a group discussion in class

Students will take a written exam of 2-hour duration covering topics up to the mid-point of the semester.

The module will have a semester-end exam for 2 hours covering the entire syllabus. The question will be divided into two parts – Part A (carrying 40% of the exam weightage) will be mostly of short answer including objective questions. Part-B (carrying almost 60% of the exam weightage) will be mostly of essay type or an extended response to the given question. This part of the question requires students to apply, analyse, and evaluate or construct knowledge and skills. Cases will also be used to test the levels of knowledge.

Pre-requisites: MKT201 Principles of Marketing

Subject Matter:

1. Introduction to Consumer Behaviour
   1. Consumer behaviour
   2. Role of consumer behaviour in marketing
   3. Consumer behaviour theories
      1. Freudian
      2. Neo-Freudian
      3. Trait
   4. Consumer personality vs. Brand personality
   5. Consumer needs and motivation- Maslow’s pyramid of need hierarchy and consumer behaviour

1. A Framework for Consumer Analysis                                           
   1. Factors influencing consumer behaviour (Internal Influences)
      1. Needs and motivation
      2. Personality
      3. Perception
      4. Attitude formation and change
      5. Communication and learning consumer involvement
   2. External Influences
      1. Group dynamics and consumer reference groups
      2. Family and social stratification
      3. Culture/subculture/cross culture
      4. Demographics and values

1. Consumer Decision Making Process                     
   1. Situational Influences
   2. Decision making process
   3. Post purchase processes
   4. Customer satisfaction and commitment
   5. Basic questions for consumer decision making process

1. Modeling and Researching Consumer Behaviour                       
   1. Modeling behaviour and models of consumer behaviour
      1. Traditional models
      2. Contemporary models 
      3. Organizational buyer behaviour

1. Consumerism and Consumer Protection              
   1. Consumerism and its involvement
   2. Approaches to consumerism
   3. Needs for consumer protection

1. Consumer Protection in Bhutan
   1. Importance of consumer protection to business managers
   2. Importance of consumer protection to marketers
   3. Rules and regulation pertaining to consumers’ protection in Bhutan

Reading Lists:

1. Essential Readings
   1. Schiffman, L.G., & Wisenblit, J. (2014). Consumer Behaviour(11th ed.). Pearson.
   2. Mothersbaugh, D., & Hawkins, D. (2013). Consumer behaviour: Building marketing strategy (13th ed.). McGraw-Hill Education.
   3. Royal Government of Bhutan. (2012). Consumer Protection Act of Bhutan 2012.
2. Additional Readings
   1. Solomon, M.R. (2016). Consumer behaviour: Buying, having and being (12th ed.). Pearson.
   2. Soloman, M., Bamossy, G., Askegaard., & Hogg, M.K. (2013). Consumer behaviour: A European perspective (5th ed.). Pearson Education Limited.
   3. Nessim, H., & Richard, W. (2012). Consumer behavior (4th ed.). Kendall Hunt Publishing.

Date: July, 2017